Designing washable absorbent underwear for everyday confidence
Focus
Product development Usability Brand expression
Client
Essity
Overview
A new product range in TENA’s assortment introduced washable absorbent underwear, combining sustainability with comfort, usability, and functional performance. The range launched successfully in 2021 and has since expanded across colours, designs, and absorption levels.
As Lead Product Developer, I drove the cross-functional R&D team through the development process — translating user needs, technical requirements, and brand expression into a product designed for everyday use.
Performance
Defined targets for absorption, dryness, discretion, and comfort
Usability
Tested and refined the product to support intuitive, comfortable use
Brand expression
Integrated TENA’s brand values into the product experience
Manufacturability
Designed within manufacturing constraints and production realities
Sustainability
Aligned material and design choices with environmental and social goals
Product cost
Balanced cost with material choices, reduced design waste, and product lifespan
From priorities to product
To translate these priorities into a viable product, we worked iteratively through prototyping, testing, and refinement. This helped us validate fit, comfort, performance, and aesthetic direction — shaping a product that balanced function, discretion, and brand expression.
The result was a product that felt both reliable and discreet in everyday life
The project brought together performance, usability and brand identity in a solution shaped for everyday confidence. Since launch, the range has expanded across colours, designs, and absorption levels.
User satisfaction
94%
Satisfied with leak protection and dryness
Carbon footprint
50%
Lower carbon footprint compared to pad usage
Consumer waste
75%
Less consumer waste compared to pad usage
